DVR Ownership Does Not Affect TV Ad Recall According to Millward Brown Study

NEW YORK--(BUSINESS WIRE)--April 6, 2006--Millward Brown's 2006 DVR Ad Impact Study shows that there is no difference in ad recall or ad recognition between DVR owners and non-owners for ads aired on network TV during prime time. Using its proven methods for evaluating ad recall and ad recognition, Millward Brown worked with ABC, CBS, FOX and NBC to deliver this groundbreaking research -- the first of its kind -- to explore the impact that DVR usage has on TV advertising.

"This is great news for marketers and the advertising industry," said Michelle de Montigny, senior vice president, Millward Brown Media Practice. "Counter to recent industry concerns, TV advertising is not dead, and DVR owners are not less engaged with TV ad viewing." Added de Montigny, "Consumers who own DVRs are more likely to pay attention to television during commercial breaks when viewing live and are less likely to be distracted by other activities that non-DVR owners get involved with."

“Consumers who own DVRs are more likely to pay attention to television during commercial breaks when viewing live and are less likely to be distracted by other activities that non-DVR owners get involved with.”

Among DVR owners surveyed, 61% of their prime-time viewing was done live, whereas programs were recorded and viewed later 39% of the time. The research findings were consistent across the four categories covered in the Millward Brown study -- Cars, Cell Phones, Fast Food Restaurants and Movies. The results showed no decrease in ad recall or ad recognition among DVR owners in any of the four segments. Interestingly, in the movie category, where advertising campaigns are more short-lived, there was slightly greater ad recall and ad recognition among DVR owners than was reported by non-owners.

The study measured ad recall and ad recognition for TV across multiple brands in each of the four categories. All ads aired on Tuesday and Thursday nights in March, during prime time on the four major networks. The survey was conducted online among 2,000 respondents between 48 and 72 hours after the ads aired to give DVR owners time to play back recorded programs. Additional findings from the study will be released in the weeks ahead.

About Millward Brown:

Millward Brown (www.millwardbrown.com), one of the world's top 10 marketing research organizations, is recognized as a leading authority on advertising, marketing communications, media, and brand equity research. Through the use of an integrated suite of validated research techniques - both qualitative and quantitative - Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 45 countries. Additional practices include Millward Brown's Global Media Practice (a global media effectiveness unit), Millward Brown Optimor (a global unit focused on helping clients maximize the returns on their brand and marketing investments), Dynamic Logic (an online research firm specializing in measuring advertising and marketing effectiveness), and KMR (provider of global Target Group Index (TGI) the world's leading media and market profiling tool). Millward Brown is part of Kantar, WPPs insight, information and consultancy arm.